So­cial Me­dia Man­age­ment

Course content

We are in the midst of a period of profound and prolonged change in the world of information technology, marketing, and communication. Media has gone social. Broadcast channels, which were once monologs, have become complex conversations. Consumers now live in a digital world – one in which consumers connect and engage with brands on social media. Therefore, social media has now become an integral part of current business strategy and social media impacts various areas of the organization – both in terms of adding value as well as posing new challenges for organizations.

This course provides students with an overview of the core principles, theories, and concepts of social media management, with a special focus on the challenges of companies operating local and global markets. Subjects covered may include social media marketing planning and strategies; online branding; collecting and analyzing social media metrics; as well as ethical and privacy issues. Overall, this course will provide students with an up-to-date, informed, and practical understanding of the new rules of the social media ecosystem, and how to work within it to ensure companies’ long-term success.